No two developers are exactly alike. In many cases they are almost at war with one another over technology, processes or ideology. Focusing on the 8 common goals that drive most developers can cut through the noise, and help predict their choices. This is the key to our proven segmentation model. Developer outreach strategies based on a single messaging approach cannot and will not work on a very complex, multilevel and super demanding community. So what are product managers to do ? Our new Desktop Segmentation report outlines the different Desktop developer segments and offers guidance as to how to address each one of them, what to include in your outreach campaigns in order to make them more effective. In the report you will be able to find answers to very common but in the same time truly complex questions : What motivates desktop developers? How do the segments’ different goals influence their choices of platforms, languages, tools and app categories? How do they define success? How many desktop developers are also building mobile apps, cloud services, or IoT solutions? How much experience do they have with each? The wealth of insights this report provides will become the building blocks of your 360 marketing strategy. A strategy that will be able to meet all crucial marketing goals via : Developer product optimisation and development Mapping of target groups and target segments Effective communication strategy

1. VisionMobile Ltd.
90 Long Acre, Covent Garden,
London WC2E 9RZ
+44 845 003 8742
www.visionmobile.com/blog
Follow us on twitter: @visionmobile
ABOUT VISIONMOBILE
VisionMobile is the leading analyst company in the developer economy, tracking mobile &
IoT developer trends via the largest, most comprehensive developer surveys worldwide.
Reaching out to 30,000 software developers incl. app (ie mobile) developers in over 150
countries, VisionMobile touches upon a wide range of sectors from Mobile and IoT to
AV/VR and Machine Learning.
We help the world understand developers and developers understand the world.
TABLE OF CONTENTS
1. Desktop Developers in Context
• The desktop is here to stay
• Are your future developers
currently building for the desktop?
6. What Languages Are Each Segment
Using?
• If they’re coding for fun...
• Or in it for the money...
• Improving their business...
• Or building a new one...
7. The Right Tools for Different Jobs
• If they’re coding for fun...
• Or in it for the money...
• Improving their business...
• Or building a new one...
8. Desktop Developers and Money
• Aligning with your target market
• Desktop developer revenues
• Desktop revenue models
9. Understanding Segments Through
Their Customers
• It’s not shiny any more
• Extending the life of the desktop
2. A State-of-the-Art Segmentation
Model
• Desktop developer psychology
3. The 8 Segments of the Desktop
Developer Population
• Self-improvers
• Revenue seekers
• The business improvers
4. Segment Success Formulas and
Top Motivators
• What gets desktop developers out of
bed in the morning?
• What success means across the segments
• The psychographic lens
5. The Web Has Won on the Desktop…
or has it?
• Segment platform preferences

2. ABOUT THIS REPORT
METHODOLOGY
Although mobile apps, IoT, messaging bots, and augmented and virtual reality development are the
focus of attention for the media, the humble desktop is where the most money is still being made in
software and, for now at least, where the most developers are still working.
Our proven, state-of-the-art developer segmentation model is the ultimate marketing tool for
everyone interested in catching the attention of desktop developers - from developer product
managers to developer outreach teams. Packed with deep and actionable insights, our Desktop
Developer Segmentation report can help you optimize the value proposition of your developer
products, identify the type of developers you are best positioned to be targeting and maximise the
effectiveness of your developer targeting & outreach strategy.
The Desktop Developer Segmentation addresses the following questions :
What motivates desktop developers?
How do the segments’ different goals influence their choices of platforms, languages, tools
and app categories?
How do they define success?
How many desktop developers are also building mobile apps, cloud services, or IoT
solutions?
How much experience do they have with each?
Developer Economics 10th edition reached an impressive 21,000+ respondents from 150
countries around the world. As such, it is the most global research on mobile, desktop, IoT and
cloud developers combined ever conducted. This report is based on a large-scale online
developer survey designed, produced and carried out by VisionMobile over a period of six weeks
between October and November 2015.
Respondents were asked to self-identify as mobile, desktop, IoT or cloud developers, or a
combination of those. Over 17,000 developers indicated involvement in desktop apps, out of
which 2,569 were asked detailed questions on their role as desktop developers. This group is the
basis of our analysis throughout this report. We consider everyone who is involved in the
production cycle of a desktop app or website to be a desktop developer, whether or not they are
writing code. This includes team leaders and other decision makers.
BUY THE REPORT
vmob.me/DesktopSegments